This book shows how to build successful luxury brands using the power of sensory science and neuro-physiology. The author introduces based on inspiring business cases like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel in industries such as Fashion, Automotive or Leisure groundbreaking scientific methods - like the Derval Color Test® taken by over 10 million people - to predict luxury shoppers' preferences and purchasing patterns and illustrates common and unique features of successful luxury brands. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.

Based on the latest neuroscientific findings on how to design appealing luxury brands in terms of color, contrast, shape, material, sound, scent, and shine Offers templates for creating attractive luxury products and services in 6 steps Guides the reader to understanding and predicting luxury consumers' behavior and preferences Includes business cases from top brands like Tesla, Louis Vuitton, Chanel, Hermès, Moncler, Louboutin, or Sofitel Includes supplementary material: sn.pub/extras

Autorentext

Prof. Diana Derval is the Chair of the global research firm DervalResearch and owner of the luxury fashion brand Derval Paris. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior. She has accelerated the development of Fortune 500 firms including BMW and Louis Vuitton. Harvard Business Review contributor regularly featured in the media, Diana Derval teaches Luxury and Innovation from Paris to Shanghai.

Inhalt
Understanding Luxury Shoppers.- Identifying Profitable Markets.- Finding the Right Positioning.- Designing Luxury Brands.- Expanding Luxury Brands Internationally.- Building Iconic Brands.